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Domestic holiday intention up for 2014

Source: Roy Morgan Single Source (Australia), November 2008 – January 2014, average sample per quarter n=4,824. Base: Australians 14+
From the world’s oldest surviving rainforest to ancient Indigenous landmarks, culturally rich capital cities to endless miles of postcard-perfect coastline, Australia’s myriad attractions are a holiday-maker’s dream. And a growing number of Australians are planning to take their next holiday on home soil, according to the Roy Morgan Research Holiday Tracking Survey for January 2014. 

At 56% (or 10.9 million people), the percentage of Australians intending to take a domestic holiday in the next 12 months is up slightly from the same time last year (55%), but still a tad lower than in January 2012 (57%).

Overseas and overall holiday intentions are also up on 2013. Overall, 70% of Australians (or 13.5 million people) intend to take a holiday in the next 12 months, up from January 2013 (68%), but down from two years ago when it was 72%.

Ten percent of Australians intend to head overseas for their next holiday, slightly more than last year (9%), but down from January 2012 (11%).

Intend to take a holiday in the next 12 months

Source: Roy Morgan Single Source (Australia), November 2008 – January 2014, average sample per quarter n=4,824  N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the ‘total intenders’.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Holiday intention for 2014 is slightly higher than the same time last year, but still down from two years ago. The good news for the domestic market is that the weakening Australian dollar may already be encouraging more people to holiday domestically.

“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist domestic marketers to take advantage of the opportunities arising from the falling dollar.

 “For instance, 75% of people from the Financial Freedom persona have taken a domestic holiday in the last 12 months versus 59% of the total population.  Well off, mid-life couples looking forward to enjoying their retirements in style, Financial Freedom would like to holiday in NSW coastal destinations, the Hunter Valley and other wine regions, the Blue Mountains, Melbourne and NSW ski destinations.”

For comments or more information please contact:

Jane Ianniello, International Director of Tourism, Travel & Leisure
Office: +61 (7) 3318 7000
Mobile: +61 423 024 412

Related research findings

Click here to learn more about Helix Personas, Roy Morgan's new classification system for Australia's multi-dimensional communities.

Click here for more information or to purchase the complete Holiday Travel Intention Leading Indicators Report. This report provides information on overall intention to take a holiday or leisure trip (next 12 months) as well as whether the next holiday/leisure trip in the next 12 months will be overseas or domestic.  Visit the Roy Morgan Online Storeto access an extensive range of Travel and Tourism Reports or detailed profiles of Holiday Destination PreferenceHoliday Destination Visitation, Leisure Travellers, and Socio-economic quintiles.

Click here to view our range of profiles of holidaymakers by Holiday Activities – e.g. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife and many more.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%